University of South Asia Final Exam: principle of Marketing

Academic Year 2012 Total Marks: 50 Time: 2 hours

Prepared by: Hassnain Javed

SECTION A (Marks 15) OBJECTIVE TYPE

ONE OPTION & EACH QUESTION CONTAINS 1 MARK
Question # 1) Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a _____________________. a. b. c. d. Idea Demand Product Service

Question # 2) Cognitive dissonance occurs in which stage of the buyer decision process model? a. Need recognition b. Information search c. Evaluation of alternatives d. Post purchase behavior Question # 3) ____________________ are products bought by individuals and organizations for further processing or for use in conducting a business. a. b. c. d. Consumer products Services Industrial products Specialty products

Question # 4) All of the following would be ways to segment within the category of psychographic segmentation EXCEPT: a. b. c. d. Social class. Occupation. Lifestyle. Personality

Question # 5) If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?

a. Advertising

b. Personal selling c. Public relations d. Sales promotion Question # 6) Wal-Mart owned Sam's club is an example of a retail form called _____________________. a. b. c. d. Factory outlet. Super specialty store. Seconds store. Warehouse club.

Question # 7) ________________ consists of dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behavior that might require separate products or marketing mixes. a. b. c. d. Product differentiation Market segmentation Market targeting Market positioning

Question # 8) In terms of special product life cycles, a _____________ is a basic and distinctive mode of expression. a. b. c. d. Generic Style Fashion Fad

Question # 9) __________________ is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. a. b. c. d. Mass marketing Market segmentation Market targeting Market positioning

Question # 10) _______________ factors are the most popular bases for segmenting customer groups. a. b. c. d. Geographic Demographic Psychographic Behavioral

Question # 11) The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the: a. b. c. d. Decline stage. Introduction stage. Growth stage. Maturity stage.

Question # 12) In a Michael Porter Model, which one of the following options is a major tool in the identification of ways to create value in an organization? a. Chain model

b. The BCG model c. Five forces model d. Value chain model Question # 13) Which one of the following is a key to build lasting relationships with consumers? a. b. c. d. Price of the product Need recognition Customer satisfaction Quality of product

Question # 14) The strategic marketing process is how an organization allocates its marketing mix resources to reach its ______________________. a. b. c. d. Stated business idea Target market Competition Area of expertise

Question # 15) Which one of the following is NOT a trend in the natural environment? a. b. c. d. The increased cost of energy A shortage of raw material Government intervention Changing consumer spending pattern

SECTION B (Marks 25) QUESTIONS FROM MARKETING AT NOKIA (CASE STUDY)

Question # 1) Should Nokia pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why? 08 Marks Question # 2) should Nokia provide post-purchase service by identifying the services that customer value the most, and the relative importance of each? 06 Question # 3) Would technological convergence lead to technological obsolescence? 05 Marks Question # 4) Will responding to heightened competition with a number of models lead to product cannibalization in Nokia? 06 Marks

SECTION C (Marks 10)

1. What is difference between marketing mix and promotion mix? Briefly discuss key promotional activities by McDonald (Ref: McDonald Case Study).